Page 115 - 100 Great Marketing Ideas (100 Great Ideas)

In practice

• Resist the temptation to try to please everybody—this will blur

your brand values.

• Make sure you really ARE the expert in your chosen specialism.
• Convey your specialist status to all interested parties—

intermediaries, suppliers, consumers, everyone.

• Use the internet, but not exclusively: why not contact your local

TV, radio, and press to tell them you are available as an expert
commentator?

• Being a specialist means you are not going head-on against the

big firms. You would have to be very drunk to pick a fight with
the bouncers—so why do it in business?

106 • 100 GREAT MARKETING IDEAS